Chapter 70 This plan is so big...

Monday, March 27th.

After clocking in at work, Zhao Xiaolong began to get close to his colleagues shamelessly, as if the drunken live broadcast on Saturday had never happened.

However, almost no one paid any attention to him. Even a good person like Zhang Tao just dealt with him.

Nothing happened in the morning. Gao Yang waited until Zhongtian Real Estate broke through the 30 yuan mark, then reduced his position by 600 shares and sold 18,000 yuan in cash. In addition, there was more than 1,000 yuan in cash in his account, so he collected 19,000 yuan.

During this period, I have saved more than 4,000 yuan in my wallet. I will withdraw the money tomorrow and invest 20,000 shares back, which will be enough.

Then, Gao Yang approached Wan Hong and Feng Maonan successively and asked them to take time out in the afternoon to discuss a very important topic planning plan.

Then, He Jin, the manager of the advertising department, Zhang Tao from the editorial department, three senior reporters Sun Chengyi, Zhou Wenbin and Zheng Hai, as well as Fang Jian, who was still in the probation period, were notified.

It will take an afternoon to hold a closed-door meeting.

It took Gao Yang half a month to prepare the planning plan for this group of topics, and he took time to revise and improve it every day.

Two copies of the plan were prepared.

One is a PPT introducing the topic selection plan.

A document is a detailed implementation plan.

At 2:30 in the afternoon, in the small conference room of the newspaper office, Gao Yang's laptop was connected to the projector and the carefully crafted PPT was opened.

"Hello everyone, this set of topics is tentatively named "Moving towards the third and fourth tier markets". I spent half a month drafting, revising and perfecting it.

Today, I invite Mr. Nan, Wan Hong and all colleagues to discuss this topic together, and then decide whether to do it and how to implement it.

Let me first talk about the general background of thinking and planning this group of topics.

In late November last year, CPI held the third channel forum. Before that, and now, in the past four or five months, during interviews, I heard two words often mentioned by IT companies and distributors:

The channels are flat and there are still third and fourth tier markets.

Let’s take PC as an example:

I heard an interesting joke from an IT manager. He said that a few years ago, in the early 1990s, a computer sold for 30,000 to 40,000 yuan and the profit was tens of thousands of yuan.

In a coastal area, an agent sold a computer for 100,000 yuan to a township enterprise. The owner of the township enterprise lamented that he did not expect high-tech products to be so cheap.

A few years ago, the computer business was so profitable. We all know that Lenovo also started out as a computer agent. After Lenovo started to develop its own brands, the agency business was separated and established as Shenma Company. It is still the largest IT distributor in China.

one.

But now, the huge profit model of selling computers has disappeared. The price of brand-name computers has already dropped to less than 10,000 yuan, or even 5,000 to 6,000 yuan. It is good to make a few hundred yuan profit from selling a computer.

At the same time, in the PC area, in addition to a dozen international brands, plus domestic brands, there are also ten or twenty companies, large and small.

Then, there are computer cities and tens of thousands of DIY businesses that have sprung up all over the country.

The PC market is rapidly evolving from a blue ocean market with huge profits to a red ocean market with fierce competition and meager profits.

I heard that in order to reduce costs, some domestic PC brands held meetings and discussed for three days and three nights. The production cost of a PC was reduced by dozens of dollars.

This is the big market background.

Next, let’s talk about product channels, which is also the direction that the national version of CPI focuses on.

Now, why are IT manufacturers and large distributors at the general level keen to talk about channel flattening? Because this is a major trend and what is happening.

In the past, the most common channel structure for a PC brand was the four major agency levels of 'general agent - first generation - provincial distribution - dealer'. Because the profit from selling computers was high, a computer would cost several thousand or even tens of thousands of yuan in gross profit.

, everyone has food to eat.

Now, the profit margin of a computer may only be a few hundred yuan. It cannot support such a multi-level channel structure. It can only compress the middle layer, such as first-generation or provincial distributors, that is, agents who simply move boxes.

business.

In the future, the ideal channel structure may be as simple as "general agent-dealer".

The general agent will not disappear, because business-level matters such as PC customs clearance for brand manufacturers are handled by the general agent.

Dealers will not disappear, because dealers directly face industry users and home individual users.

Then, the general agent will not be as relaxed as it is now. Brand manufacturers are not fools. They will not set up one or two national general agents like now. They will set up more general agents.

General distributors can no longer move boxes as easily as they do now. They have to expand channels and go to provinces, cities and even prefecture-level cities to capture thousands of dealers.

As for domestic brands, such as Lenovo, which has a regional agency model and has established two to three thousand regional agents across the country, can they just sit back and relax?

No, Lenovo also needs to push goods through channels. Lenovo's regional agents have performance appraisals and are under great pressure.

The trend of channel flattening has arrived. On the one hand, Lenovo has to face competitors. On the other hand, it also faces the supervision of the channel system. For example, cross-selling between regional markets will destroy the price system.

This is the background of channel flattening.

There is also a big market background, which is to develop the third and fourth tier markets.

In the past, the PC market was mainly concentrated in the primary and secondary markets, that is, the four first-tier cities and provincial capitals in economically developed areas.

Nowadays, the primary and secondary markets have become saturated, while the third and fourth tier markets, namely those markets dominated by provincial capital cities in underdeveloped areas and prefecture-level cities across the country, are ushering in a period of market explosion.

For example, Jinyang City, Shuchuan, where my hometown is located, is a third-tier city and is relatively low among third-tier cities in the country.

In 1998, Internet cafes appeared in Jinyang. At the same time, various enterprises, institutions, and government agencies began to purchase computers for office work. Even some families with good financial conditions began to purchase computers.

PCs are becoming popular in industries and home users across the country. The trend is getting faster and faster, and PCs are becoming a mass-selling technology product.

Therefore, the third- and fourth-tier markets have become incremental markets for PCs, and brand PC manufacturers and first-line distributors are eager to develop the third- and fourth-tier markets.

However, the larger the scale of PC sales, the thinner the profit per unit, which is also an inevitable trend.

Therefore, channel flattening and the development of third- and fourth-tier markets are closely linked.

If brand manufacturers and first-line distributors want to do well in the third- and fourth-tier markets, they can only compress the channel structure and capture dealers in the third- and fourth-tier markets.

It's just that brand manufacturers and first-line distributors don't know where the IT merchants in the third- and fourth-tier markets are, what their strength, scale, and capabilities are...

Little is known about this information.

In this regard, it is the advantage of our CPI. There are hundreds of IT media across the country, and there are only a few media that focus on IT channels. We are the only one with the qualifications and strength to investigate and interview the third- and fourth-tier markets.

The above situations are the background for me to plan the topic "Toward the Third- and Fourth-Level Markets"..."

Gao Yang spent a lot of time explaining the planning background of this group of topics, because even Wan Hong, Zhang Tao and others do not have such a clear and overall understanding of the general trend of IT channels.

At this time, Gao Yang's PPT had only lasted three pages and had not yet been officially launched.

The eyes of everyone sitting in the conference room were already very bright.

Such a set of topic planning is really...

So grand...
Chapter completed!